Weetabix is launching a petition for ‘Weetabixshire’ to be recognised as a county in its own right, as part of a wider brand refresh and reposition.
The campaign is accompanied by seven-foot ‘Welcome to Weetabixshire’ signs, located in the Northampton town of Burton Latimer, where Weetabix is made.
The activity follows a wider refresh for the cereal brand which has updated its packaging to profile its farmers on its pack, forming a tribute to its 1,100 strong workforce.
The pack also includes a Bix-shaped QR code that links to a dedicated traceability website featuring an interactive map of the 50-mile radius, allowing people to explore the farms within the cereal’s grower’s group.
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The campaign has also rebranded the Burton Latimer Cricket Club as Weetabixshire Cricket Club and renamed Meadowside Primary School Weetabixshire Primary School, as it calls for the public to back the petition.
To bolster the campaign, the brand is offering a free breakfast to 100 randomly selected members of the public who sign up and offer their support. Fans can also learn more about the brand’s environmentally-friendly farming practises, such as regenerative agriculture, renewable energy and the reduction of greenhouse gases at the site.
“We’re proud to say our sourcing is local and facilitated by our network of incredible farmers, who are the backbone of Weetabix, so we wanted to show it off!”, said head of brand Lorraine Rothwell.
She added: “Keeping our sourcing local means we can support the farming community right here in Northamptonshire, working directly with growers who share our passion for delivering the very best wheat in the most sustainable way.”
“Not to mention, sourcing our hero ingredient so close to home cuts down on our food miles,” she continued.
